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VCGLR directs licensee to remove advertisements

The Victorian Commission for Gambling and Liquor Regulator (VCGLR) has recently banned two liquor advertisements that it found encouraged the irresponsible consumption of alcohol.

The VCGLR directed the licensee, Ascot Vale Liquor Pty Ltd, to remove the two social media advertisements which it has now done.

The VCGLR found that the advertisements normalised and trivialised the excessive consumption of liquor. It also found that inviting the audience to post responses to a question had the potential to further encourage the irresponsible consumption of alcohol.

VCGLR CEO Catherine Myers said the way that alcohol is promoted and advertised can impact customers and influence their behaviour.

“Licensees must advertise and promote the supply of alcohol in a way that does not encourage the irresponsible consumption of liquor. This is particularly true on social media where we know young people are very active” Ms Myers said.

“Alcohol is a product that has the potential to cause harm, particularly when consumed irresponsibly, which is why there are legislative requirements around its advertising or promotion. This responsibility extends to advertisements or promotions on social media sites.

“Licensees should carefully consider all advertising and promotions against the requirements of the Liquor Control Reform Act 1998 and ensure they do not encourage irresponsible consumption of alcohol.”

Under the Liquor Control Reform Act the VCGLR may ban an advertisement or promotion of liquor if it is likely to encourage irresponsible consumption of alcohol or it is not in the public interest.

Failure to comply with a banning notice is an offence and may attract a penalty of up to $19,342.80.

Further information on alcohol advertising and a summary of all advertisements and promotions banned by the VCGLR is available here.

Complaints in relation to alcohol advertising can also be made to the VCGLR via the website.